Financial Comment ｜ Fuling mustard makes money and make red. Where do you want to go?

Text/Yangcheng Evening News Critics Qi Yaoqi

Recently, Fuling mustard has a nails in the Wujiang mustard that was produced by consumers, and fell into a food safety storm. However, on the evening of July 29, the "mustard brother" Fuling mustard semi -annual report showed that the company achieved revenue of 1.422 billion yuan in the first half of the year, an increase of 5.58%year -on -year; net profit was 516 million yuan, a year -on -year increase of 37.24%.

Fuling mustard is indeed a wonderful work, because it also gave birth to the "mustard index". This is a kind of informal theory based on the changes in sales of Fuling mustard in various regions in recent years in various regions. It is said that the officials of the Development and Reform Commission proposed that they divided the population flow into the area and the outflow area accordingly, formulating different policies for different population structures in the two regions. For example, for several years, the sales share of mustard in Central China, Central Plains and Northwest China has risen, which is consistent with the growth of migrant workers in these areas.

From the perspective of long -tail effects, mustard is not a rigid need for mainstream citizens of home -cities, but it is just an optional adjustment product. Because there are many replacements, there will be no rigid dependence, and it does not account for too much consumption. However, for the migrant population, especially low -level income groups, migrant workers, and even college students, it may be an indispensable product of three meals a day. This long tail can be very long, covering many sporadic consumer groups we don't care. The reason is that mustard is not only cheap, but also to solve the problem of insufficient vegetables, not delicious dishes, and not delicious rice.

However, Fuling mustard probably does not want everyone to bind it too directly with low -income consumption. Therefore, Fuling mustard has proposed the product matrix of "must be upgraded by mustard, the radish is diverse, extended the development of snacks, and tried to enter the sauce." Hotels for meals, dishes, and other packaging. This is indeed a kind of ambition to become "Little Moutai".

In this way, can Fuling mustard be noble? This may run off with the long tail theory. Because if you want to become the main medium -to -high -income group, it must be supported by the story. Previously, there were some hundred -dollar gift boxes for mustard, and even the price of hype was launched. These are nothing more than a smile for daily consumers. Which family will go to consumer gift box every day? This will just put it in a high place. So such stories are not good.

Source | Yangcheng Evening News · Yangcheng School

Responsible | Xu Zhangchao

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